About The Client
ElderGo is a Bangalore-based, senior-only (55+) premium travel brand offering fully escorted, small-group tours across India and international destinations like Bali, Bhutan, Dubai, Vietnam and Sri Lanka. The brand focuses on safety, comfort, trust, and curated experiences designed specifically for older travellers.
Core Challenges
As a new entrant in the senior-only travel segment, ElderGo faced the dual challenge of building credibility while driving high-value conversions within a short growth window. The business required trust-led acquisition at scale, without relying on discounts or mass-market tactics.
- The brand was new with minimal awareness in the senior travel category.
- Highly trust-sensitive audience of 55+ travellers and their families.
- High-consideration purchase due to ₹100,000+ per traveller AOV.
- Limited safety, credibility, and reassurance signals in early communication.
- Each trip required, minimum of 20 confirmed travellers per group.
- Need for consistent, predictable, and scalable lead flow.
Strategy
To scale ElderGo from Jul’25 to Dec’25, Cybez implemented a Meta-only, trust-first, performance-driven acquisition framework tailored for high-consideration, high-AOV travel purchases.
The strategy prioritised reassurance, audience relevance, conversion efficiency, and scalable growth, rather than chasing volume-led metrics for high-AOV senior travel experiences.
1. Audience-Led Niche Targeting
- Focused on 55–70+ senior travellers and family decision-makers (30–50)
- Layered travel intent, luxury interests, and high-quality lookalike audiences to maintain scale while reaching to high-quality & relevant audiences.
2. Trust-First Creative Direction
- Shifted messaging from aspirational travel to safety, care, and reassurance.
- Showcased real concerns around care, group sizes, itineraries, and inclusions in a very simplistic manner —critical for senior travellers and their families.
3. Destination-Wise Campaign Structure
- Launched separate campaigns for Bali, Bhutan, Sri Lanka, and domestic tours. Allowed budget control, faster optimisation & clear visibility.
- Enabled better learning, cost control, and faster scaling of winning trips.
4. High-Intent Lead Capture
- Optimised lead forms with qualifying questions to filter serious travellers.
- Prioritised lead quality over volume due to ₹1L+ ticket size.
5. Continuous testing & Optimisation
- Tested hooks, AB testing of creatives (safety vs. aspirational, Founder/tour-manager presence vs destination-only visuals), Audiences (Seniors vs. Families) and formats (Carousel, Short video & Static) to improve lead intent.
- Supported Meta leads with strong WhatsApp and call-based follow-ups
- Scaled winning combinations
6. AI led creative & ad variations
Used AI-assisted tools to rapidly generate:
- Multiple headline variations
- Hook-first opening lines
- Emotional reassurance copy
- Multiple CTA phrasings
This helped in faster creative iteration cycles, Broader hook testing at lower cost & Quick identification of winning angles.
Manual creatives were used for:
- Final high-spend campaigns
- Founder-led videos
- Sensitive trust-based messaging
- Complex itinerary explanations
AI creatives worked best for discovery & Manual creatives won at scale.
7. Sales Feedback Loop Integration
Weekly feedback from the sales team was integrated into campaign optimization. This helped in refining :
- Creative messaging
- Audience Targeting
- Lead qualification
This ensured performance optimisation aligned with real booking behaviour, not just platform metrics.
8. Funnel level Retargeting Sequence
Instead of generic retargeting, we ran message sequencing:
- Awareness: Safety & companionship messaging
- Consideration: Detailed itinerary & inclusions
- Decision: Limited seats + group departure timelines
Each stage had different creatives and CTAs, increasing familiarity and confidence. For ex, High-intent users were re-engaged through retargeting sequences that reinforced trust and urgency.
9. Risk Control & Budget Guardrails
To protect profitability:
- Budgets were scaled only after group confirmation of milestones
- Spend caps were aligned with the remaining group capacity
- Underperforming creatives were paused aggressively
This ensured scaling without operational pressure.
Results
From July to December, ElderGo’s Meta performance campaigns demonstrated consistent month-on-month growth, transforming Meta into a reliable acquisition channel for high-value senior travel experiences.
Performance improved steadily across lead quality, conversion strength, and group fill consistency.
1. Lead Volume Growth
- Achieved high-intent lead volumes well above initial benchmarks across all trip campaigns.
- Demonstrated 200%+ cumulative growth in lead generation in a span of 6 months & over 33% reduction in cost per lead.
2. Conversion Rate Improvement
- Lead-to-booking conversion strengthened progressively across the growth period.
- Delivered 150%+ improvement in conversion efficiency by the final phase of scaling.
3. Converted Deals
- Consistently enabled complete group closures across multiple destinations.
- Maintained a reliable flow of qualified leads to support predictable month-on-month trip fills.
- Witnessed 400%+ growth in converted leads in Dec’25 vs. Jul’25.
4. Revenue Impact
- Revenue contribution increased consistently MOM & grew by a remarkable growth of over 530% by Dec’25 vs. Jul’25.
Overall Outcome
- Established Meta as a core, scalable revenue channel for ElderGo
- Validated that trust-first performance marketing can successfully scale premium senior travel experiences within a six-month window.
Key Takeaways
- 200%+ growth in high-intent leads achieved by prioritising trust-led messaging over volume-driven acquisition.
- 38% reduction in cost per lead (CPL) through audience layering, destination-wise campaigns, and disciplined testing.
- 150%+ improvement in lead-to-booking conversion rate, driven by safety-first creatives, real group visuals and high-intent lead qualification.
- 400% growth in converted deals enabled by consistent lead quality and close alignment between marketing and sales.
- 530%+ revenue growth in 6 months, driven by prioritising quality leads, disciplined budget pacing, and scaling only high-performing destinations.
- Consistent 20+ member group fills across multiple trips, achieved by pacing budgets against real conversion benchmarks rather than aggressive scaling.
Audience trust and credibility signals replaced discount-led tactics, resulting in improving conversion rates from 2% to 5%, Fill every trip group consistently & Scale high-AOV trips without compromising brand trust.
Curious how this Lead generation strategy can be tailored for your brand? Reach out to Cybez for a free performance marketing audit and strategic consultation.